StatSocial Digital Tribes — Genre Genies

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “Genre Genies.”

Digital Tribe Summary: Genre Genies

Back Row (l-r): Nathan Fillion, David Boreanaz, Eliza Dushku. Middle Row (l-r): Emily Deschanel, Lana Parrilla. Front Row (l-r): Alyson Hannigan, Zachary Levi, Bruce Campbell, Jennifer Morrison

This suburban tribe largely consists of women in their 30s and 40s.

Their greatest shared loves are offbeat, genre TV shows, often with supernatural and/or science-fiction elements.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS — Genre Genies

EXPLANATION: The blue bar reports the percentage of the Genre Genies tribe that is male or female. The index score reports, at-a-glance, the degree to which this percentage is in keeping with, falls short of, or exceeds the baseline (in this case, the average U.S. online audience). Under-indexed numbers are in red, and over-indexed in green. The female portion of this tribe exceeds what would be found within the Average U.S. audience by a considerable 1.39 times.

EXPLANATION: The blue bar reports the percentage of the Genre Genies tribe earning within the bracket indicated in the left hand column. The grey bar shares the baseline, which here is the average American online audience (also signified by the dotted vertical line). The index score reports, at-a-glance, the degree to which this percentage is in keeping with, falls short of, or exceeds the baseline. In this case, the percentage of this tribe earning under $50k a year is larger than what you’d find within the average U.S. online audience by 1.21 times.

Over 49% of this tribe is between ages 35 and 54. Over 58% earn under $50k a year, a percentage exceeding the baseline by 1.21 times.

INFLUENCERS — Genre Genies

The top two influencers here, David Boreanaz and Emily Deschanel, co-starred opposite each other on the Fox series, ‘Bones.’

‘Bones’ meme.

TV SHOWS — Genre Genies

The love for Deschanel and Boreanaz carries on, with ‘Bones’ being a favorite of over 28% of this tribe. That percentage exceeds the average by a profound 49.91 times.

Another ‘Bones’ meme.

BRANDS — Genre Genies

Broadway’s ‘Hamilton,’ DC Comics, and NASCAR, in combination, show the diversity of tastes within this tribe beyond their shared TV loves.

When you actually see it, it doesn’t seem so crazy.

INTERESTS — Genre Genies

Much of this follows from what we’ve already learned. But, the 30% of this tribe that loves country music was maybe not predictable.

While, as also noted above, a segment of this tribe loves musical theater, it is the animal cats for which they exhibit a fondness.

Old-school role playing game dice.

WEBSITES — Genre Genies

It is a natural that a tribe whose greatest bonding affinities revolve around popular media would gravitate toward those websites that report on showbiz news. This is the case with first six websites named above.

David Boreanaz on ‘Entertainment Tonight,’ in 2001.

PERSONALITY TRAITS — Genre Genies

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Modesty, in a personality context, means what it means in most other contexts as well. It describes one who is humble, and quick to downplay their own gifts and achievements while playing up the accomplishments of others.

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More information on our data can be found here.

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2. Earned Media & Influencer Attribution
3. Programmatic Audiences

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